Microsoft has come up with a way to add ads to loading screens and cutscenes

Microsoft’s gaming division has filed a patent for a system that could integrate ads into console and PC games.

Forza Horizon 6

According to the patent description, this system can insert ads at times that don’t affect gameplay or disrupt the gaming experience. For instance, during cutscenes, on loading screens, including after boss fights, and in other “natural in-game pauses.” Gamers will earn bonuses for watching ads and gain the option to avoid seeing them again for a certain period.

The technology is expected to determine ad display moments not based on pre-defined triggers but through a more complex process. The game itself will choose the least distracting moments and signal the program when videos/banners can be launched.

It’s not entirely clear if the system is intended for free-to-play games or paid ones as well. In any case, as of now, it’s only a patent — Microsoft has not announced any plans to actually integrate something like this into their titles.